HP Slate 2 tablet PC announced, can it succeed where the first failed?

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The now infamous HP Slate has become a lesson in how not to market a new consumer device. Originally hailed as the “iPad killer” by Microsoft’s sometimes over-reaching Steve Ballmer, the Slate became nothing but an investment killer as both Microsoft and HP shares took a nose dive after its unveiling at the 2010 Consumer Electronics Show. Ballmer failed to show anything of substance during the opening keynote of the show, displaying little more than a Kindle application and a touchscreen. As a result, pre-orders for the device were anemic at best, with news leaking that only 9000 reservations had been placed. The Windows-based tablet was soon reclassified as a business offering, and the company shifted its marketing to try to stem losses.

Now, almost two years later, the world’s largest computer manufacturer has announced the HP Slate 2, another Windows tablet aimed at enterprise customers. The question on everyone’s mind is what makes HP think the Slate 2 is going to succeed where the original Slate didn’t? It depends on how one defines success, as HP’s victory conditions for the Slate 2 are different than that of the average tablet.

HP is not targeting the everyday consumer with this tablet PC — remember that they are shifting their focus into the business market. In the Slate 2’s press release, HP states that the device will give their education, business, and government customers mobile flexibility to get tasks done. You won’t hear anyone getting up to say that it’s an iPad killer this time, they at least learned that much.

Success for the Slate 2 means that it is going to move a large number of devices into the hands of doctor’s, nurses, teachers, students, and mobile technicians. A touchscreen PC that can fit under an arm or into a briefcase easily is something that will be seen as desirable for productivity. Add in the fact that it will it be able to use a Bluetooth “pen” to take notes and you can see where those occupations could benefit from this new device.

Hospitals, schools, and large companies with agents in the field are all about cutting down on paper, because it cuts down on cost. For the Slate 2 to redeem itself, HP needs to receive large orders from organizations like school districts that are looking to purchase PCs for their students to use in the classroom, for homework, and for collaboration.

Consumer adoption is not the barometer the industry should be looking at to track the progress of the Slate 2. Simply put, it is not in the same class as the consumer tablet devices on the market today. There is a reason for that: it simply cannot compete with devices like the iPad and the Samsung Galaxy Tab 10.1. It can’t compete because we are talking apples and oranges here, the devices in question are made for completely different purposes.

The Slate 2 is a 1.5-pound device with an 8.9-inch screen. It is powered by an Intel Atom Z670 processor, has an on-board SSD, and can run any 32-bit version of Windows, including WES 7. The Slate 2 is an ultra-portable laptop that does away with a physical keyboard in lieu of an on-screen Swype interface or a Bluetooth stylus (though HP will, not surprisingly, sell a clamshell case with a built-in keyboard). It will be used for heavy computing needs, not curling up with a good book on a rainy day.

Will the Slate 2, which starts at $699, be successful? In a word, yes. It will sell well to the demographic that HP has selected for it.

HP will move a good amount of units as companies and organizations seek to upgrade aging equipment. The specs on the device are enough that decision makers will see the potential and be in support of the purchase. As long as Steve Ballmer stays out of the marketing plan and doesn’t go all cheerleader about the Slate 2, it’s sure to do well.

The cheap Computer in India is Aakash Tablet PC has been launched to provide the cheapest of its kind at a price of Rs. 2500. The bookings are open online and the Tablet will be delivered with in a week’s time.

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